The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator [PDF]
Behavioral SciencesAs an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in the Chinese market with a huge Internet user base.
Chunyu Li, Fei Huang
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Parasocial Interactions in Digital Tourism: Attributes of Live Streamers and Viewer Engagement Dynamics in South Korea [PDF]
Behavioral Sciences, 2023 This study investigates the use of live streaming as a strategic tool in the tourism industry, with a focus on the attributes of live streamers that influence viewer engagement, particularly in the context of South Korea’s digital landscape.
Minseong Kim
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The interactive effect of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming: the mediating role of psychological closeness [PDF]
Frontiers in PsychologyBackgroundWith the widespread application of Artificial Intelligence technology in the field of E-commerce, human–machine relationships have attracted considerable attention within the field of psychology.
Yuan Liu, Maohong Liu
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Influencing factors of users’ shift to buying expensive virtual gifts in live streaming: Empirical evidence from China [PDF]
Frontiers in Psychology, 2022 The market size of live streaming on the Internet, in which the streamer earns profit by prompting users to give virtual gifts through emotional labor, is getting bigger and bigger. However, most users will only buy cheap virtual gifts in live streaming,
Junwei Cao +3 more
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Virtual gifting as affective monetization: a meta-analysis of behavioral antecedents in live game streaming platforms [PDF]
BMC PsychologyVirtual gifting is an important monetization mechanism in live game streaming, but prior evidence remains fragmented across psychological, social, and platform-oriented explanations. This study conducted a systematic review and meta-analysis of empirical
Siwat Chokpaisan +2 more
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Expectancy Violations and Discontinuance Behavior in Live-Streaming Commerce: Exploring Human Interactions with Virtual Streamers [PDF]
Behavioral SciencesVirtual streamers, as a typical application of AI-enabled digital humans, are increasingly being utilized in live-streaming commerce due to technological advancements and industry innovations. Although virtual streamers present several benefits, there is
Yanhong Chen, Xiangxia Li
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The Streamer Selection Strategy for Live Streaming Sales: Genuine, Virtual, or Hybrid
Journal of Theoretical and Applied Electronic Commerce ResearchLive streaming sales rely heavily on streamers, with both genuine and AI-generated virtual streamers gaining popularity. However, these streamer types possess contrasting capabilities. Genuine streamers are superior at building trust and reducing product
Delong Jin
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Research on the impact path of virtual streamers characteristics on agricultural product consumers' purchase intention. [PDF]
PLoS OneLive-streaming e-commerce for agricultural product has become a new exploration in rural revitalization and digital commerce in China, with AI-driven virtual streamers emerging as a new trend in this field. Focusing on the context of virtual streamers marketing, this study constructs a relationship model between virtual streamers characteristics and ...
Jiang L, Li M.
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Influence of Virtual Live Streamers’ Credibility on Online Sales Performance
SAGE OpenWith the development of artificial intelligence technology, virtual live streamers emerge in the field of live streaming e-commerce. Previous studies have identified how human live streamers affect online sales performance. However, little is known about
Xiaowei Ji
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Understanding Viewers’ Attitudes Toward Virtual Streamers: A Systematic Review
IEEE AccessLive streaming is a significant market for millions of users. Advancements in artificial intelligence (AI) have led to the emergence of virtual humans, which play an important role in live streaming.
Yangxin Huang, Tianran Wang
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